6 Expert Tips for Boosting Sales with Content in 2024

Did you know…whether you’re launching a new product or promoting an existing service, you can use data-led, personalised content to engage your target audience and improve sales?

In fact, at Bareska, we believe that content is one of the most powerful tools for maximising sales, and we’re not the only ones! According to research, 96% of marketers value video content as an ‘important part’ of their marketing strategy, and 87% say that video marketing has helped to increase sales.

With so many businesses using the power of content to improve conversions, you might be wondering how you create effective content that cuts through the noise and reaches your customers ahead of your competitors. This is where we come in!

From embedding videos in sales emails to powerful storytelling, take a look at our six top tips for maximising sales with content in 2024 and beyond.

Tip 1: Set high standards & expectations for your original content

When creating video content to share with customers, partners or your wider market, make sure the video has a quality that reflects your brand and company values.

Your content may be the first time a potential customer is introduced to your brand, so it’s vital to make a strong first impression. You don’t want to be remembered for the wrong reasons! Plus, with the latest stats showing there is over 328.77 million terabytes of data created each day, and video accounting for over 53% of daily global data traffic, it has never been so crucial for your content to be high quality, captivating and memorable

Where possible, try to avoid using 100% stock video as it’s hard to differentiate and you may end up looking like the other businesses who use stock for their video content. Cheaply produced video will reflect badly on you if your company has high standards elsewhere.

Also, ensure your content is original and unique to your business. Copycat work does not engage an audience so resist the urge to copy other businesses or competitors – a successful video is uniquely yours, and the concepts and methods of production should be original in how they reflect your brand and tell your story (see tip 4 for more information on storytelling).

To be able to create truly compelling content that converts into sales, you need to offer potential customers something they cannot get from anywhere else. This could include:

• Data and statistics
• Testimonials about your services
• Product-specific tutorials

In other words, you need to be producing tailored content that could only be created by you, and avoiding generic videos that could be produced by any number of brands.

If you can produce well-branded, polished content which has something new to offer customers that they cannot find anywhere else, you’ll maximise sales and increase revenue!

Tip 2: Share your videos in your sales emails

Our second tip is all about how to get your fantastic video content seen by your target audience once you’ve created it.

Having a cohesive, collaborative approach to digital marketing can have a number of benefits, including combining campaigns for maximum impact. What do we mean by this? Once you have produced your video assets, you can integrate them into other areas of your content marketing strategy, from emails to blogs.

Using video in your sales emails or as part of a wider email campaign can get you a 3x better return on engagement. Don’t just take our word for it, here are three ways powerful video content can support your email marketing:

• Video boosts open rates by 19% because it’s more enticing
• It also boosts click-through rates by up to a whopping 65%
• Video content can also dramatically reduce the number of email unsubscribes by as much as 26%

Our top tip: Use tools like HubSpot that integrate trackable video into your email campaigns so that you can monitor your open rates, click-through-rates and other engagement metrics.

You can also include your videos on your website. Adding video content can add a new layer to product pages as you can show your product in action, for example with a tutorial. With blogs, video content adds an interactive element which will engage users and make your written copy more digestible!

If you’re incorporating your high-quality video content onto your website, consider these three things:

• Be careful of the file size because it could slow your page down, which may impact your SEO, and user experience
• Where possible, embed your video on a specific page rather than adding a link that takes users to another tab as they may be more likely to watch it
• Similarly, think about adding an autoplay feature for videos so that users don’t even need to click to be able to watch

Tip 3: Create a suite of videos all at once for all platforms

Our next tip maximises sales by minimising costs, time and resources!

At Bareska, we believe that creating a suite of video assets at once need not be any more time-consuming than making one video. With the right video production partner, you can produce several videos of varying durations and formats for publishing on a wide array of platforms. You can also batch produce content to be used across a sales strategy or campaign, no matter how long it runs for.

Another benefit is that videos can also be repurposed, meaning well shot material can be re-used in a number of other future videos. This can save you money and time in creating new content.

You might be wondering, how can you repurpose video content? You could:

• Use the content to jump on relevant industry trends as and when they arise
• Create seasonal campaigns (for example, if you are a beauty brand and you’ve created a video tutorial on festive smokey eyes, you could repurpose that every year in December)
• Add to blog posts or new product pages (see our last tip for why this is such a valuable idea).

It is important to keep in mind that your content should only be repurposed if it is high-quality, well-branded and relevant. If your audience will get more value from newly created videos, invest in new content because it will be worthwhile in the long run when it comes to conversions and sales.

Tip 4: Make your videos personal – tell your story

Make your videos about people, about you and your business. This approach to video content ensures the viewers feel like they know you, which makes them more emotionally committed and responsive to your content. Did you know, research shows when consumers feel connected to your brand, 57% will increase spending, and 76% will buy from you over a competitor?

Video content allows you to be sincere, to say how much your work and your clients matter to you. It allows you to convey how much you believe in your solution or business.

Making sure your videos include contributions from your staff and team can help the viewer to see what your ethos and business culture is like and this instigates a connection, an emotional response which is what triggers buying decisions. People buy from good people – allow your video to help tell the story of who you and your business are.

Along with maximising sales, authentically sharing your brand’s story to your audience can increase brand trust and loyalty.

Do you need support with creating content that extends beyond video, and truly captures the essence of your brand? We are proud to be a visual communications agency that delivers campaigns to support brands with both internal and external communications. We can consult, create, produce, deliver and measure the success of all your content, helping you to maximise sales through video, animation, webinars and beyond.

Tip 5: Simplify your complex solutions and avoid jargon

One of the biggest pieces of advice we can give when it comes to creating any type of content is: Keep it simple!

Where possible, put your complex solutions into language that anyone can understand. Video is an ideal content format because it allows us to show highly complex solutions and services in a very simplified way through animations, process visualisations or narrated systems. It’s a great way to help someone to understand what you do very quickly.

Also, make sure you avoid technical jargon and acronyms – simplify your language and get to the point really quickly!

Not everyone will have the insight and expertise that you have, especially potential customers who are only just learning about your brand and your services. Recent research indicates 96% of people have watched an explainer video to learn more about a product or service. With such a large amount of people turning to video content to learn about your brand, it would be a missed opportunity if they come away from your video still not understanding who you are or what you do.

A good video or film-maker should have the expertise to help you translate complex solutions and products into plain English for a script or storyboard. As part of the content production process, you could also use AI to support you with rewriting and simplifying your scripts.

Want to learn more about how your brand can harness the power of AI in your content marketing?

Our Research and Development Team, Bareska Labs, is continuously exploring, researching and developing the capabilities of current and emerging AI creative tools to support brands unleash their digital potential. We also offer 60-minute AI seminars for Sales and Marketing Teams where you will gain a valuable insight into striking the right balance between utilising AI and human expertise.

Tip 6: Track the performance and reach of your videos

Our final tip will support you with honing in on your target audience and ensuring your content is having the impact you want it to have. Once your content has gone live, use video performance analytics to evidence whether your video is working or not.

You can now measure:

• Views
• Attention span
• How many people clicked through to your site
• Lead generation
• Whether it was engaged with by a particular company, individual already on your target list or has built a new pipeline

Unlike traditional assets like email campaigns, blogs or eBooks, videos produce what we call ‘intent’ data. You can measure how much of a video your audience watched, what parts if they re-watched, and who they shared it with. It’s this analysis that allows us to truly measure the return on your investment in video.

When publishing a series of videos, metrics can tell you which are working and which are not. Analysing performance enables you to tailor videos and personalise them to suit your audience. The more your content connects and aligns with your audience’s values, goals and interests, the more likely it is to convert into sales!

Maximise your sales and harness the power of content in

2024

Whether you work in the technology sector, beauty sector or education sector, by following our top tips, you’ll ensure the content you’re creating is emotive, original, well-branded content and reaching the right audience. In doing so, you’ll be able to convert customers and maximise online sales!

Are you ready to maximise your sales through content in 2024 and beyond? Whether you want to produce powerful videos that showcase your services and brand to customers, or create live content such as webinars, Bareska can support you every step of the way.

Get in touch with us today to find out more about how we can support your brand with bespoke content solutions.